摘要
运用文献资料对奥运会中隐蔽营销现象出现的原因,其常采用的主要策略以及如何采用积极的策略来规避隐蔽营销行为的发生进行分析,以期能对北京奥运会的赞助市场开发起到一定的指导和借鉴作用。主要结论在当今的奥运赞助市场中,隐蔽营销现象已经成为一个令国际奥委会和官方赞助商头痛的问题,其主要原因是奥运赞助费用的剧增和奥委会与官方赞助商的主动作为不足,为了更好地维护奥运赞助市场的正常开发,必须采取积极有力的措施对隐蔽营销行为进行防范和干涉。
Through using the method of literature and logical analysis,this paper makes analysis on ambush marketing phenomena, main tactics and circumvention method in Olympic sponsor market. The main purpose is to provide reference for Beijing Olympic sponsor market. The result shows that in today＇s Olympic sponsor market,the ambush marketing phenomena is a painful problem for IOC and official sponsor. The main reason is the rocketing increase of Olympic sponsor fee and shortage of official initiative. In order to better protect the development of Olympic sponsor market, the correct measurements must be adopted for interference the action of ambush marketing.
出处
《体育科学》
CSSCI
北大核心
2006年第2期91-94,共4页
China Sport Science
关键词
奥运会
赞助
隐蔽营销
Olympic Games
sport sponsorship
ambush marketing
